Dolce & Gabbana for less

There was a time, when yes, boomers would spend hundreds (if not thousands) on designer collections. Despite the boomers being the richest age group, they realize that with the economy as bad it is and the fact that there might not be much government assistance to cover their healthcare costs (not to mention, even if they have private insurance, it doesn’t guarantee their coverage should they become ill-- see posting "Retroactive cancelations" below), and they cannot afford to spend frivolously. (This by no way means they won’t continue to buy luxury items--- they’ll just think twice about it now.) As they age, they are looking at the requirements for retirement and the money that is needed to age comfortably and continue with their lifestyle.

The designer fashion companies are now taking this into account (and probably also realizing that the younger generation doesn’t have as much money as the boomers have). According to the Wall Street article, Luxury Fashion Lite, Messrs. Dolce and Gabbana (of the Dolce & Gabbana label) are focusing on their D&G line, a mid-priced collection, after taking back the license and control of the brand last year. This is “part of a wider trend in which the world's luxury fashion houses are looking to their lower-priced secondary labels for growth.”

They will have to compete with companies such as H&M, Zara, and Mango. However, we think this will be successful. The Dolce & Gabbana brand stands for quality--- hopefully, they can create fashions specifically for boomers with certain conditions such as Nicole Miller who created water resistant black stretch pants for those with incontinence.